Why market research is product managers’ secret ingredient for successful products
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TLDR
Market research is a key part of product development and management. In this episode, Chip Chonym explains why market research matters throughout the innovation process, discussing both qualitative and quantitative methods. He covers the “double diamond” approach, how to talk about value, pricing strategies, and how market research helps make smart decisions. Chip emphasizes that product managers should see market research as an ongoing process and provides practical tips for doing effective research.
Introduction
In the world of product management and innovation, market research is like a compass. It guides product managers through the complex landscape of what customers need, want, and how they behave. Chip digs into the world of market research, exploring why it’s important, how to do it, and how to use it when developing products.
Why Market Research Matters in Product Development
Market research is one of the seven key areas of knowledge that make up Product Mastery, according to the Product Development and Management Association (PDMA). It’s important because it helps uncover what customers need and want, even if they don’t know it themselves. This information is gold for creating successful new products.
Understanding how different areas of knowledge work together is crucial for product managers. Market research doesn’t exist in a bubble; it connects with and informs other parts of product development, like creating strategies, how teams work together, and understanding the bigger business picture. This holistic approach ensures that decisions about products are based on a full understanding of both the market and the broader business context.
Market Research: An Ongoing Journey
One big misconception about market research is that it’s a one-time thing. In reality, effective market research is an ongoing process that continues throughout a product’s life. From the first idea to checking how well it’s doing after launch, market research plays a vital role at every stage.
The Double Diamond Approach in Market Research
The “double diamond” approach is a helpful way to understand how market research works in product development:
Diamond Phase
What It Means
Research Activities
First Diamond – Discover
Exploring widely to understand the problem
Watching customers, open-ended interviews
First Diamond – Define
Narrowing down to specific problems
Defining the problem, identifying customer groups
Second Diamond – Develop
Coming up with lots of potential solutions
Testing concepts, evaluating prototypes
Second Diamond – Deliver
Refining and implementing the chosen solution
Testing with users, validating in the market
This approach emphasizes the importance of alternating between thinking broadly (exploring) and focusing in (refining) throughout the research process.
Qualitative Research: Getting to Know Your Customers
Qualitative research methods provide rich, detailed insights into how customers behave, what motivates them, and what problems they face. These methods are especially valuable in the early stages of product development when you’re still trying to understand the problem.
Key Qualitative Research Methods
* Ethnography: Observing customers in their natural environment to gain real insights into their behaviors and needs.
* One-on-One Interviews: In-depth conversations with individual customers to explore their experiences and perspectives.
* Small Group Sessions: Discussions with 3-4 participants,
